The rule
Use descriptive link text that conveys a clear purpose out of context.
Why it matters
Screen reader users often navigate via a list of links to scan a page. Generic phrases like "Learn more" or "Click here" provide no information about the destination, causing confusion and hesitation.
How to apply it
- Start buttons and links with a strong action verb.
- Identify if a link triggers a download or opens a new tab (e.g., "Tax Form (PDF)").
- Front-load links with relevant keywords to help users scan faster.
- Avoid using the word "link" in the text, as screen readers already announce the element type.
Example
Before and after
Avoid
"Learn more."
Better
"View our pricing plans."
Tensions and exceptions
While descriptive links are best, "Learn more" can be acceptable if it is expanded (e.g., "Learn more about our services") or if the preceding paragraph provides unmistakable context for sighted users.